The proximity of potential customers to a shop is detected, for example, by detecting short-range communication devices carried by passers-by. The interests of the detected passers-by are then determined by reference to specific interests transmitted by the passer-by devices and/or by reference to customer profile data. The discovered interests of the current passers-by are then used to select content for display on a shop-window electronic display during a next display slot. Passers-by who may be particularly interested in the displayed content are preferably sent an alert. In other embodiments, the targeted audience is a static group, such as train passengers, with the targeted information being displayed at a station.
Legal claims defining the scope of protection, as filed with the USPTO.
1. A method of targeted content display, comprising the steps of: (a) detecting the presence of persons passing through a presence zone on the basis of transmissions made from mobile communication devices carried by such persons; (b) using information in said transmissions to ascertain interest indicators associated with the detected persons; (c) selecting content for display having regard to interest indicators found in step (b); and (d) displaying the selected content on a display; performing steps (a) to (d) on an on-going basis with the displayed content being updated from time to time, the selection of content for display at each update being based on the interest indicators of the most recently detected persons without restriction to there only being a single such person whereby when multiple persons have been recently detected, content selection is based on the interest indicators of more than one person.
2. A method according to claim 1 , wherein step (b) further includes determining whether a said most recently detected person has associated interest indicators that are a good match to the content being supplied, and in response to such a match being found, sending an alert to the mobile communication device of that person.
3. A method according to claim 2 , wherein said alert indicates whether the person being alerted should look to the left or right to view the display.
4. A method according to claim 1 , wherein step (b) includes receiving interest indicators from said detected persons via said mobile communication devices.
5. A method according to claim 1 , wherein step (b) includes receiving identity information directly or indirectly originating from said mobile communication devices and using this identity information to look up interest indicators in a database.
6. A method according to claim 1 , wherein selection of content for display at an update is effected using the interest indicators of multiple persons that have recently been detected as nearby, this selection being effected in dependence on any one or more of the following criteria: the most common indicated interest of said multiple persons; the best fit of indicated interests of said multiple persons to a set of promotional offers covered by content available for display; the most specific indicated interest of said multiple persons relevant to a set of goods and/or services covered by content available for display; the interests of the person from said multiple persons with a highest spend rating as recorded in a customer profile database.
7. A method according to claim 1 , further including detecting that the detected persons are moving towards the display, priority being given in step (c) to the indicated interests of such persons.
8. A method according to claim 1 , wherein the display is located in a shop window, the presence zone being a zone located in front of the shop.
9. A method according to claim 1 , wherein the presence zone and display are both located in the interior of a shop.
10. A method according to claim 1 , wherein the display is located at a roadside and the presence zone is situated upstream, in the sense of traffic flow past the display.
11. A method according to claim 1 , wherein the presence zone is at a fixed location and the display is located on or in a vehicle.
12. A method according to claim 1 , wherein the display is located in a display zone which is spaced from the presence zone but through which at least a substantial proportion of the persons passing through the presence zone will subsequently pass.
13. A method according to claim 1 , wherein in step (a) the mobile communication devices are short-range wireless devices, step (a) including picking up transmissions from devices in the presence zone using a short-range wireless receiver located in or near the presence zone.
14. A method according to claim 1 , wherein in step (a) the mobile communication devices include cellular mobile radio devices communicating with a cellular radio infrastructure equipped with a location-determining sub-system, step (a) including using the location-determining sub-system of the cellular radio infrastructure to detect persons in the presence zone.
15. A display system comprising: a detection arrangement for detecting the presence of persons passing through a presence zone on the basis of transmissions made from mobile communication devices carried by such persons; an interest-determination sub-system for using information in said transmissions to ascertain interest indicators associated with the detected persons; a content selector for selecting content for display having regard to the interest indicators obtained by the interest-determination sub-system; and an output arrangement comprising a display for displaying the content selected by the content selector, the display being separate from said mobile communication devices; the display being arranged to operate on an on-going basis with the displayed content being updated from time to time, the content selector being operative to select content for display at each update in dependence on the interest indicators obtained by the interest-determination sub-system for the most recently detected persons without restriction to there only being a single such person whereby when multiple persons have been recently detected, content selection is based on the interest indicators of more than one person.
16. A display system according to claim 15 , wherein the output arrangement further comprises an alert generator for determining whether a said most recently detected person has associated interest indicators that are a good match to the content being displayed, and where such a match is found, for sending an alert to the mobile communication device of that person.
17. A display system according to claim 16 , wherein said alert indicates whether the person being alerted should look to the left or right to view the display.
18. A display system according to claim 15 , wherein the interest-determination sub-system is operative to receive interest indicators from said detected persons via said mobile communication devices.
19. A display system according to claim 15 , wherein the interest-determination sub-system is operative to receive identity information directly or indirectly originating from said mobile communication devices and to use this identity information to look up interest indicators in a database.
20. A display system according to claim 15 , wherein the content selector is operative to select content for display at an update using the interest indicators of multiple persons that have recently been detected as nearby, this selection being effected in dependence on any one or more of the following criteria: the most common indicated interest of said multiple persons; the best fit of indicated interests of said multiple persons to a set of promotional offers covered by content available for stimulation; the most specific indicated interest of said multiple persons relevant to a set of goods and/or services covered by content available for stimulation; the interests of the person from said multiple persons with a highest spend rating as recorded in a customer profile database.
21. A display system according to claim 15 , further comprising an arrangement for determining whether the detected persons are moving towards the display, priority being given by the content selector, when selecting content for display, to the indicated interests of such persons.
22. A display system according to claim 15 , wherein the display is located in a shop window, the presence zone being a zone located in front of the shop.
23. A display system according to claim 15 , wherein both the display and the presence zone associated with the detection arrangement, are located in the interior of a shop.
24. A display system according to claim 15 , wherein the display is located at a roadside and the presence zone associated with the detection arrangement is situated upstream, in the sense of traffic flow past the display.
25. A display system according to claim 15 , wherein the presence zone associated with the detection arrangement is at a fixed location and the display is located on or in a vehicle.
26. A display system according to claim 15 , wherein the display is located in a display zone which is spaced from the presence zone but through which at least a substantial proportion of the persons passing through the presence zone will subsequently pass.
27. A display system according to claim 15 , wherein the detection arrangement is arranged to receive transmissions from short-range wireless devices that constitute the said mobile communication devices.
28. A display system according to claim 15 , wherein the detection arrangement is arranged to receive information about persons in the presence zone from a location-determining sub-system of a cellular radio infrastructure, the said mobile communication devices being cellular mobile radio devices.
29. A method of targeted stimulation, comprising the steps of: (a) detecting the presence of creatures passing through a presence zone on the basis of transmissions made from mobile communication devices carried by such creatures; (b) using information in said transmissions to ascertain interest indicators associated with the detected creatures; (c) selecting content having regard to interest indicators found in step (b); and (d) supplying the selected content to a sensory stimulator separate from said mobile communication devices; steps (a) to (d) being carried out on an on-going basis with the content being updated from time to time, the selection of content for stimulation at each update being based on the interest indicators of the most recently detected creatures without restriction to there only being a single such person whereby in response to recent detection of multiple creatures, content selection is based on the interest indicators of more than one creature.
30. A system comprising: a detection arrangement for detecting the presence of creatures passing through a presence zone on the basis of transmissions made from mobile communication devices carried by such creatures; an interest-determination sub-system for using information in said transmissions to ascertain interest indicators associated with the detected creatures; a content selector for selecting content for stimulation of the creatures having regard to the interest indicators obtained by the interest-determination sub-system; and an output arrangement comprising a stimulator for stimulating the content selected by the content selector, the stimulator being separate from said mobile communication devices; the system being arranged to operate on an on-going basis with the stimulated content being updated from time to time, the content selector being operative to select content to be supplied to the stimulator at each update in dependence on the interest indicators obtained by the interest-determination sub-system for the most recently detected creatures without restriction to there only being a single such creature whereby when multiple creatures have been recently detected, content selection is based on the interest indicators of more than one creature.
Cooperative Patent Classification codes for this invention. Click any code to explore related patents in that topic.
May 18, 2001
March 18, 2003
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